- pursuing several start-up ecommerce projects
- hold a marketing position in a retail business.
- working on the Master's in Marketing dissertation:
"Factors affecting the customer perceived value of non-fungible token (NFT) projects"
Advertising channels used:
Marketing Director at Salon Amelin (2019-present)
I implemented digital marketing strategies, which have increased the company’s revenue by more than 300%. The number is still growing.
Development, management and scaling of marketing strategy for Amelin wedding store (Ukraine):
– Company Website
– Google Ads, PPC
– Google My Business
– Facebook Page
– Outdoor banners
The report presents and critically justifies a new marketing performance measurement system for a leading e-commerce platform Shopify Inc.
The system includes ten metrics (i.e., KPI’s) which are then used to understand and predict company marketing performance. Among them are key metrics as Monthly Recurring Revenue and Gross Merchandise Volume, which allow the company to track the financial success of Shopify and its merchants.
Based on the analysis of metrics’ data, the author presents recommendations such as increasing marketing spending in the Shopify Partners network, expanding to other markets, and improving customer service.
Utilised data is based on public databases, marketing company press releases and annual reports. Theory and arguments are supported by various marketing research and other academic marketing literature (see references section).
A detailed communication plan of own e-commerce startup.
The report summarises the key market, current marketing strategies (with the focus of digital presence), competitors, Customer Persona, Customer Journey Map, Objectives and Goal Setting, 12-month Integrated Marketing Plan.
The marketing plan based on the objectives and goals presents a detailed communication strategy focusing on digital communication channels. The plan also includes a roadmap to achieve these goals, and it consists of:
The paper presents a micro-environment for British Airways, an analysis of the digital marketing strategy aspects that ask for improvement in their Pay per click (PPC) model. Model is synthesised as a visual and present in the Appendix to the report.
The report also proposes ideas for improving the following areas: customer acquisition, optimisation, and customer retention. All recommendations are justified.
The report has analysed and assessed the strategic marketing of a public retail company affected by the COVID-19 pandemic. GameStop Corporation was examined from a market analysis perspective, utilising strategic analysis tools like the PESTLE model and Porter’s five forces. The company primarily sells pre-downloaded games on disks and hardware devices. However, most of the gamers in 2021 prefer to buy digital copies instead of physical ones. It explicates the company’s steady decline during the last years. Also, GameStop has thousands of stores that are not profitable and need to be closed.
Among the solutions is launching its own and cloud-based marketplaces to sell games in a digital form. The final strategy to reach a broader market and engender a unique selling point is to develop a video game in the action genre as a joint venture with other game developers, which will be available exclusively on GameStop cloud-based marketplace.
The report uses the company’s datasets to gain actionable insights and suggests a few marketing decisions. It starts with data pre-processing, fundamental descriptive analysis, and interpretation of the two datasets.
The first one includes general customers’ information, and the second one summarises their transaction records in 2018 and 2019. Then, the report defines and calculates an RFM analysis. It also examines RFM results in practice and supports them with the relevant academic and business literature.
The classification model in the last chapter recognises which variables drive response and presents valuable findings of an online voucher usage propensity based on the customer’s characteristics. Furthermore, the ROC curve and Cumulative Gains Chart evaluate these results.
All of the abovementioned projects received a Distinction (the highest grade) from the University of Southampton Business School* during my course of Masters in Marketing Management (2020-2021).
*University of Southampton, Southampton Business School – Russell Group, Top 50 in the World for Masters in Marketing.